Walk through Myeongdong, Hongdae, or Seongsu today, and there is one store that seems to appear on almost every international visitor's Korea shopping list: Olive Young.

For many travelers, a trip to Olive Young has become almost as essential as trying Korean barbecue or visiting a traditional market.

And the numbers show just how big this trend has become.

According to CJ Olive Young, purchases by international customers at its offline stores in Korea exceeded KRW 1 trillion between January and August 2026. That milestone was reached three months earlier than in 2025.

Foreign customers made more than 11 million purchases, representing visitors from 192 countries. Around 35% of international shoppers reportedly spent at least KRW 100,000 per purchase, buying roughly six products on average.

So what are tourists actually putting into their shopping baskets?

And more importantly:

What is genuinely worth buying at Olive Young when you visit Korea?

Here is what the 2026 shopping data and current K-beauty trends tell us.

Why Has Olive Young Become So Popular With Foreign Tourists?

Olive Young is often described as Korea's version of a beauty drugstore, but that description does not fully explain its popularity.

Inside one store, travelers can find:

Korean skincare
sunscreen
makeup
hair care
body care
beauty tools
health and wellness products
snacks and small lifestyle items

For someone visiting Korea for only a few days, this makes shopping much easier.

Instead of visiting individual brand stores, you can compare dozens of Korean beauty brands in one place.

There is another advantage.

Olive Young stores respond quickly to Korean beauty trends. Products that become popular on Korean social media or among local consumers often appear prominently in stores.

That makes Olive Young not just a place to shop, but also a useful place to see what is trending in Korean beauty right now.

1. Skincare Is Still the Biggest Tourist Purchase

It should come as no surprise that skincare remains the most popular category among foreign customers.

Korean skincare has built its global reputation around lightweight textures, hydration, barrier care and increasingly sophisticated formulations.

Rather than buying an entire 10-step routine, however, many travelers in 2026 appear to be shopping more selectively.

Popular types of products include:

Serums and ampoules
These are easy to add to an existing skincare routine and often contain ingredients such as niacinamide, hyaluronic acid, peptides or centella asiatica.

Toners and toner pads
Toner pads have become especially visible in Korean beauty stores because they combine convenience with gentle exfoliation or hydration.

Barrier creams
Products focusing on ceramides, panthenol and skin-barrier support continue to attract consumers looking for gentler skincare.

Sheet masks
Still one of the easiest and most affordable K-beauty souvenirs.

If you are new to Korean skincare, it is usually better to choose one or two products that fill a specific gap in your existing routine rather than replacing everything at once.

2. Korean Sunscreen Remains a Must-Buy Category

For many international K-beauty shoppers, sunscreen is one of the first products they look for.

The appeal is easy to understand.

Many Korean sunscreens are designed for daily urban use and focus on:

lightweight texture
minimal white cast
easy layering under makeup
moisturizing finishes
comfortable reapplication

But there is one important point.

The most popular sunscreen is not automatically the best sunscreen for your skin.

Someone with oily skin may prefer a lighter finish, while dry or sensitive skin may benefit from a more moisturizing formulation.

Instead of buying a product simply because it is viral on TikTok or Instagram, check the texture and intended skin type.

This is one area where Olive Young's testers can be particularly useful.

3. Makeup Is Becoming More Important

Skincare may still lead foreign purchases, but Korean makeup is increasingly part of the Olive Young shopping experience.

The most accessible categories for travelers include:

Lip tints

Korean lip tints are popular because they are relatively inexpensive, compact and available in a huge range of colors and finishes.

Cushion foundations

Cushions remain one of the most recognizable Korean makeup formats.

The main challenge for international shoppers is shade selection. Korean base makeup ranges have historically been limited, although some brands are gradually expanding their shade options.

Blush and eye products

Soft colors and relatively compact packaging make these popular souvenir purchases.

For first-time shoppers, lip products are generally easier to buy than complexion products because there is less risk of choosing the wrong shade.

4. Hair Care Is One of the Categories to Watch in 2026

One of the more interesting developments is the growing popularity of Korean hair-care products.

Travelers who once focused almost entirely on skincare are increasingly looking at:

hair treatments
scalp products
hair oils
leave-in treatments
damage-care products

This reflects a broader change in K-beauty.

The concept is expanding from skin beauty toward overall personal care.

For Trend in Korea readers who already own plenty of Korean skincare, the hair-care aisle may actually be one of the more interesting areas to explore.

5. What Do Foreign Tourists Spend at Olive Young?

The scale of foreign spending provides an interesting clue about how Olive Young shopping behavior is changing.

International visitors are no longer simply buying one sheet mask or a lip tint as a souvenir.

According to Olive Young's 2026 data, roughly 35% of foreign shoppers spent KRW 100,000 or more per purchase, while international shoppers bought about six products on average.

That suggests Olive Young is increasingly becoming a shopping destination in itself.

For some visitors, particularly K-beauty fans, shopping there is now part of the Korea travel itinerary rather than something they do only when they happen to pass a store.

Tourist Picks vs Korean Local Picks

This is where shopping becomes more interesting.

What is popular internationally is not always identical to what Korean consumers are buying.

Foreign shoppers are often influenced by:

TikTok
Instagram
YouTube
global K-beauty retailers
influencer recommendations

Korean consumers may instead respond more quickly to domestic reviews, new launches, seasonal needs and promotions.

That means a product displayed prominently for tourists in Myeongdong may not necessarily be the hottest product among Korean consumers.

A useful shopping strategy

When visiting Olive Young, look at both:

global bestseller displays

and

domestic ranking or award labels.

Products appearing in both categories can be particularly interesting because they have gained recognition internationally while also maintaining strong visibility in Korea.

Should You Shop in Myeongdong or Seongsu?

Both neighborhoods are excellent for beauty shopping, but the experience is different.

Myeongdong

Best for:

first-time visitors
concentrated shopping
tourist-friendly service
comparing many brands quickly
combining cosmetics with other souvenir shopping

Myeongdong remains one of Seoul's easiest places for a dedicated K-beauty shopping trip.

Seongsu

Best for:

trend-focused shoppers
brand pop-ups
discovering newer products
combining beauty with cafés and fashion
experiencing contemporary Seoul lifestyle culture

Seongsu has become particularly important for beauty brands using pop-up stores to launch products and create experiential retail spaces.

If your priority is efficiency, choose Myeongdong.

If your priority is discovering trends, Seongsu may be more interesting.

Compare the two neighborhoods: Myeongdong vs Seongsu for K-Beauty Shopping: Which Is Better in 2026?

Don't Forget the Tax Refund

International visitors should also check whether their purchases qualify for Korea's tourist tax refund system.

Many major Olive Young locations are familiar with foreign customers, and eligible purchases may qualify for an immediate tax refund depending on the store, purchase amount and applicable rules.

Bring your passport when shopping if you plan to use the tourist tax-refund system.

Do not assume every purchase or every traveler automatically qualifies.

Tax-refund conditions can change, so confirm the current requirements at the store when you make your purchase.

What Is Actually Worth Buying?

The answer depends on where you live.

If a Korean product is already widely available in your home country at a similar price, carrying several bottles home may not make sense.

Olive Young shopping in Korea becomes more worthwhile when you focus on:

1. Products that are difficult to find overseas

New Korean releases sometimes reach international retailers months later.

2. Korea-exclusive sets

Special bundles and promotional packages can offer better value.

3. Products you can test before buying

Being able to compare texture, finish and color in person is a major advantage.

4. Categories with significant price differences

Compare Korean prices with your local retailers before buying multiples.

5. Products you already know work for you

A sale is not a bargain if the product irritates your skin or ends up unused.

See the full shopping guide: What to Buy at Olive Young: K-Beauty Shopping Guide 2026

A Simple Olive Young Shopping List for First-Time Visitors

If this is your first visit and the store feels overwhelming, you do not need a huge shopping basket.

A practical starting list might be:

1 sunscreen
Choose according to your skin type and preferred finish.

1 serum or ampoule
Look for an ingredient that addresses a specific concern.

1 lip product
An easy way to try Korean makeup without spending much.

1 hair or scalp-care product
A category worth exploring beyond traditional K-beauty.

A few sheet masks
Easy to pack and useful as gifts.

This is usually more sensible than buying ten viral products simply because they are trending.

One Important Rule: Don't Buy Only Because It's Viral

K-beauty moves quickly.

A product can suddenly become famous because of one viral video and disappear from social media attention several months later.

That does not necessarily mean the product is bad.

But it also does not mean it is right for you.

Before buying, consider:

your skin type
your current routine
the active ingredients
how often you will actually use it
whether the product is available at home

This becomes especially important when buying multiple skincare products containing strong active ingredients.

Introducing several new products simultaneously can make it difficult to identify what caused irritation if your skin reacts.

Olive Young Is Becoming Part of the Korea Travel Experience

Perhaps the most interesting thing about Olive Young in 2026 is not any single beauty product.

It is the way the store has become part of how international visitors experience Korea.

Travelers visit traditional markets to experience Korean food.

They visit palaces to experience Korean history.

And increasingly, they visit Olive Young to experience contemporary Korean beauty and consumer culture.

More than KRW 1 trillion in foreign offline purchases in just eight months illustrates how much that behavior has changed.

For K-beauty fans, Olive Young can certainly be worth visiting.

But the smartest approach is not:

“What are the 10 most viral products?”

It is:

“What can I discover or buy in Korea that actually makes sense for me?”

That difference can turn an overwhelming shopping trip into a much better one.

More K-Beauty Guides from Trend in Korea

New to Korean skincare?
→ Korean Skincare in 2026: The Complete Guide to K-Beauty

Want a detailed product shopping guide?
→ What to Buy at Olive Young

Buying gifts for friends or family?
→ K-Beauty Gifts from Korea: What to Buy for Friends and Family in 2026

Deciding where to shop in Seoul?
→ Myeongdong vs Seongsu for K-Beauty Shopping: Which Is Better in 2026?

Information in this article reflects publicly available information and shopping trends as of September 2026. Product availability, prices, promotions and tourist tax-refund requirements may change. Always check current information at the store.

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What Foreign Tourists Are Buying at Olive Young in Korea in 2026